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Tips & Tricks

Your Brand’s Power With Individual-Level Marketing

In a world where customers are increasingly empowered to select how, when and where to view the content of their choosing, it’s no longer acceptable, desirable or efficient to deluge them with off-target, irrelevant experiences. Customers expect and deserve more. To build loyalty, you need to fulfill their demand for tailored, meaningful and timely communications – the kind that makes their lives more convenient, efficient and manageable.

It helps to view what kind of experiences you provide your customers within the landscape of marketing approaches in practice. You can see where your brand currently stands and where you can get to next:

  • Mass Marketing: Broad and largely unfocused, schedule-based mass marketing targets a large potential population, regardless of their interests or intent, with the aim of driving widespread brand awareness.
  • Segment-Based Marketing: Taking a more targeted view of the audience, segment-based marketing focuses on a few segments of an audience with similar backgrounds. Companies position and deliver messages in a tailored way to broadly-identified targeted segments, based on lifestyle and life stage, using socio-demographic information including age, income, sex and geography. Typically, segment-based marketing is used to develop a product portfolio for a limited number of targeted need-based segments. Segment-based marketing is also used to diversify commercial mass-media messages for a particular product depending on the perceived product benefits, and the mass media usage of the customer.
  • Micro-Targeting: This approach focuses on a smaller group of highly-targeted customers that have similar socio-demographic information, as well as similar faster-changing details, such as product ownership, product acquisitions and renewals, and usage patterns signaling new needs. Micro-targeting is not about targeting people, but about figuring out the best ways to target small groups of people. With micro-targeting, marketers deliver offers and interactions that are adding to the long-term customer experience.
  • Individual-Level Marketing: Often referred to as one-to-one marketing or segment-of-one marketing, this is the “holy grail” that, when implemented correctly, enables companies to provide the individualized relationship-building customers are seeking. It enables organizations to treat the customer in ways that are relevant to their actions, behaviors and traits. In order to engage at this level, marketers need to be able to analyze all data available on the individual customer to ensure the most targeted, accurate and timely marketing interactions. Marketing at the individual-level takes into account behavioral, contextual, rapidly-changing usage, service interaction, social and consumption information.

While technologies are leading us to fulfilling the promise of individual-level marketing, it’s never too soon to prepare your organization to take the first steps towards the most relevant, personalized, seamless and individualized customer experiences.

How close to the individual customer-level is your brand able to interact and engage with?

For further interest: